Conversion vs creation, or as I like to call it, ‘relevant’ vs ‘resonant’ By James Cuthbertson, CRO, Relative InsightIt is broadly agreed and believed that if you surface relevant (italicisation to be explained later) content to customers, they will engage and ultimately respond with the behaviour or belief intended - for example, a person wants to go skiing, and if you surface them an ad from your resort in the beautiful Austrian alps, and a link to book it, they book it - customer converted, your competition in France misses out. It could be something more visceral like the arrival of winter, so here is a cold and lu medication advert, but the concept remains that if you can locate motivated people and serve them content that they deem relevant, you’re more likely to creat

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